What is the purpose of a push strategy in marketing?

A push strategy in marketing is focused on promoting products directly to retailers or distributors to encourage them to stock and sell the product to consumers. This approach is designed to create demand at the wholesale or retail level, which leads to increased sales as products are pushed through the distribution chain. For example, a manufacturer may offer discounts, incentives, or promotions to retailers to encourage them to prioritize their products over competitors'.

The effectiveness of a push strategy lies in its ability to enhance the visibility of the product within retail environments and to ensure that products are readily available to consumers. By pushing products through the distribution channel, businesses aim to create a stronger presence and encourage higher sales volumes.